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Southwest: New Ads tell story of 'largest domestic airline'

Southwest Airlines is rolling out a new advertising campaign that the carrier says "tells the story of how Southwest became America's largest domestic airline." Southwest also uses the ad campaign to spotlight

Southwest: New Ads tell story of 'largest domestic airline'

In this photo provided by the Florida Keys News Bureau, passengers on Southwest Airlines' inaugural nonstop flight from New Orleans are welcomed to Key West, Fla., on a red carpet and to the sounds of a conch shell on March 9, 2013.(Photo: Carol Tedesco, AP)

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Southwest Airlines is rolling out a new advertising campaign that the carrier says "tells the story of how Southwest became America's largest domestic airline."

Southwest also uses the ad campaign to spotlight "recent product improvements" that include in-flight WiFi, Live TV, new Boeing jets and changes to the carrier's Rapid Rewards frequent-flier program.

"Southwest shares certain values with its Customers — hard work, perseverance, and the relentless pursuit of finding a better way. These values have been the basis for how Southwest has led the industry, and we translated that vision into a reality with these new ads," Bob Jordan, Southwest Airlines' chief commercial officer, says in a release. "Southwest carries more domestic customers than any other airline and this new campaign showcases the impact we make on customers every time they step on board a Southwest flight."

The ads — which Southwest says will air for eight weeks — kick off tonight (March 19) during the opening games of the NCAA Tournament, which will air on truTV. The ads will run during all rounds of the NCAA Tournament, which will be aired on a combination of the CBS, TBS, TNT and truTV networks.

Southwest ads include a 60-second launch spot that, in the company's words, "highlights how the airline has continually strived to be better for its Customers."

Other national ads will focus on the carrier's frequent-flier program and on its in-flight experience, with the latter touching on WiFi availability and the modern cabins of Southwest's new Boeing 737-800s.

"The campaign reinvigorates the Southwest Airlines brand and reveals its story as one that people may not perceive it to be," the company says in a press release.